Can Honda Really Turn Acura Into a Luxury Brand?

Since its launch in 1986, Honda's (NYSE: HMC  ) Acura brand has kind of occupied an in-between space -- more upscale than a mass-market brand, but not quite a true luxury brand, either. Lately, Honda has been hinting that it wants to change that, and it has an all-new ad agency ready to push Acura up the luxury scale.

Does this plan have a chance? In this video, Fool contributor John Rosevear looks at what it really takes to establish a true luxury-car brand and explains why observers -- and Honda investors -- should be skeptical of this latest effort.

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  • Report this Comment On June 29, 2013, at 6:26 PM, autoinsider wrote:

    Acura is known in many parts of the U.S. as a ghettolux. That badge is doomed.

  • Report this Comment On June 30, 2013, at 4:22 AM, VintageV12 wrote:

    Having spent years in the Japanese car advertising biz, the Acura is just a car for aging yuppies.

  • Report this Comment On June 30, 2013, at 9:38 AM, F23A4 wrote:

    Maybe Vintage; I do happen to fall into that demographic. However, Honda's problem with the Acura brand has been much more to do with equipment than it's advertising.

    Having an RL and TL as your flagship and premium sedans are fine when one doesn't consider each for what they are: an extension and/or variation of the Honda Accord EX-L V6 sedan.

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